Consumer Perception - Publications - Faculty & Research

31 Oct 2004
Research & Ideas

Bypass Marketing: Are Docs Influenced?

Until the close of the last decade, health consumers received much of their knowledge and advice about prescription drugs from their physicians or other health care professionals. Today, pharmaceutical companies are spending several... View Details

Keywords: by Manda Salls

30 Sep 2002
Research & Ideas

Use the Psychology of Pricing To Keep Customers Returning

contribute to what we call the psychology of price. You can take the very same physical price and break it up into parts, bundle it with other items, ask for payment early, or ask for payment late, and change consumers'' perceptions of... View Details

Keywords: by Manda Mahoney

09 Apr 2012
Research & Ideas

Who Sways the USDA on GMO Approvals?

agencies such as the USDA is to protect public health and safety; based on previous economic theory, however, Hiatt started with a different assumption—the primary goal of an agency is really to protect its own legitimacy. After all, it's the View Details

Keywords: by Michael Blanding; Food & Beverage; Biotechnology; Agriculture & Agribusiness

05 Sep 2007
First Look

First Look: September 5, 2007

Working PapersDesigning a Two-Sided Platform: When to Increase Search Costs? Authors:Andrei Hagiu and Bruno Jullien Abstract We propose a model for analyzing an intermediary's incentives to increase the search costs incurred by View Details

Keywords: Martha Lagace

19 Aug 2008
First Look

First Look: August 19, 2008

factors investigated were found to be significant for at least one segment, only consumer price index, personal savings rate, and real gross domestic product were strongly significant. To explore further the dynamics of the segments and... View Details

Keywords: Sean Silverthorne

05 Jul 2004
Research & Ideas

Radical Change, Entrepreneurial Opportunity

Sony can get consumers to conceive of a digital camera as an extension of a camcorder versus an analog camera substitute, then consumers are more likely to favor Sony. Your goal is to influence the View Details

Keywords: by Michael J. Roberts; Technology

25 Feb 2020
News

Alumni and Faculty Books for March 2020

the more general reader interested in national parks. The Health Care Consumer’s Manifesto: How to Get the Most for Your Money by Deborah Dove Gordon (MBA 1999) Praeger Health care consumer policy expert Deborah Gordon offers a guided... View Details

18 Apr 2022
News

Home Grown

Subscribe on iTunes Subscribe on Spotify More Skydeck episodes With InMobi and now Glance, Naveen Tewari (MBA 2005) is at the forefront of a growing trend of global consumer technology companies created in Asia from the ground up. Growing... View Details

24 Sep 2014
Op-Ed

Take a Trim Tab Approach to Climate Change

in society must step into the vacuum” When elected officials don't own this crucial responsibility, other leaders in society must step into the vacuum. Why not business? Often depicted as greedy and shortsighted, consumed with this... View Details

Keywords: by Amy C. Edmondson; Energy; Utilities

01 Jun 2025
News

Barbie: Reviving a Cultural Icon at Mattel

in their products and communication, especially as part of a transformation. Enter Barbie, which had been grappling throughout the 2000s with softer sales as a result of perceptions of problematic beauty standards and gender stereotypes.... View Details

Keywords: Christine Speer Lejeune; Illustrations by Miguel Porlan; Educational Services

02 Jan 2012
Research & Ideas

Most Popular Articles of 2011

through advertising, simply by informing consumers of a merchant's existence via e-mail. For some merchants, the benefits of offering discount vouchers are sharply reduced if individual customers buy multiple vouchers. As a marketing... View Details

Keywords: by Staff

29 Jan 2014
Research & Ideas

Super Bowl Ads for Multitaskers

a particular task-for example, announcing a semiannual sale starting the following day. The other two types of ads focus on image, building up the perception of the brand rather than exhorting a consumer to... View Details

Keywords: by Michael Blanding; Advertising; Sports

17 Sep 2001
What Do You Think?

What Is “Business as Usual” After September 11?

knowledge exchange... This is a huge setback for the global economy." At the personal level one respondent commented that perceptions rather than reality have changed: "The reality is that we were always at risk and were either... View Details

Keywords: by James Heskett

11 Jan 2017
Research & Ideas

The Paradoxical Quest to Make Food Look 'Natural' With Artificial Dyes

color “was a malleable, external characteristic of the food,” Hisano says—per consumer perception that an orange should live up to its name. “By the 1940s, the so-called color-add process had been widely... View Details

Keywords: by Carmen Nobel

25 Aug 2017
Op-Ed

Op-Ed: After Charlottesville, Where Does a CEO's Responsibility Lie?

reason–people tend to form brand preferences when they’re young. Young consumers who are alienated by a perception of corporate support for Trump might be lost for a lifetime, not just an administration. “A... View Details

Keywords: by Gautam Mukunda

18 Jul 2005
Research & Ideas

Identify Emerging Market Opportunities

conflict with the government's long-standing policy of transferring some assets from Chinese to Malays. This policy arose because of a perception that the race riots of 1969 were caused by the tension between the Chinese haves and the... View Details

Keywords: by Tarun Khanna, Krishna G. Palepu & Jayant Sinha

27 Apr 2021
Blog Post

There Are No HBS People, Just People Who Happen to Go to HBS

totally against changing my major, so when I got back to school, I started applying to jobs that accepted engineers for non-engineering roles. I applied to Nielsen for a consumer data analytics role, to engineering internships that would... View Details

02 Nov 2010
First Look

First Look: November 2, 2010

http://intranet.hbs.edu/dept/drfd/new_publications/papers/amabile/Challenges_of_Person-Centric%20Work_Psych_Amabile.pdf Perceiving Freedom Givers: Effects of Granting Decision Latitude on Personality and Leadership Perceptions Authors:Roy... View Details